Hotel & Motel Management - February 4, 2008 - (Page 10)

10 Marketing Matters IN THE details Tips for mastering Web 2.0 Stay open to possibilities Track search engine results Monitor consumer reviews H&MM February 4, 2008 | HotelMotel.com www.HotelMotel.com/digital_edition Stay on top of online marketing, Web 2.0 o longer can travel marketers ignore the new forces at work. In 2007, more than half of all U.S. travel was purchased online, and online corporate bookings grew at a double-digit pace. As we kick off a new year, here are tips to help you navigate the changing landscape of Internet marketing. N Customer engagement Cindy Estis Green, managing partner of the Estis Group and author of “The Travel Marketer’s Guide to Social Media and Social Networks,” said at HSMAI’s Travel Internet Marketing Conference, “Supplier control over the branding message is no longer By Trevor Stuart-Hill H&MM Columnist effective or desirable. It is now about customer engagement.” Tip No. 1: Monitor and participate in online conversations. Join the conversation as an expert and don’t hawk your services. Tip No. 2: Recognize the value of return on engagement and understand the limitations of relying on return on investment as the only measure of marketing success. Marketing spend “More people come to travel sites from search engines than in other industries,” said Mike Pusateri, chairman, Vantage Strategy Consulting. Tip No. 1: Allocate more to online efforts and review your cost of acquisition and proﬁtability by booking channel. Blended strategy Tip No. 1: Consider all available online initiatives. Fund advertising on third-party channels or provide a compelling offer to generate new sales. Tip No. 2: Ofﬂine targeted direct marketing often will stimulate online booking activity. Optimize searches Search engines like Google crawl your Web site looking for keyword density and relevance. Tip No. 1: Have your Web developer develop a way to easily track results from search engine advertising and optimization. Consumer reviews A recent study conducted by comScore and The Kelsey Group found that online consumer reviews have a huge impact on buyers. Tip No. 1: Monitor consumer reviews online. Tip No. 2: Establish a feedback loop with your teams for product or process improvements. Skill sets, resources The lines between Internet marketing, revenue management and customer relationship management are blurring. Tip No. 1: Take a holistic approach to deﬁning a strategy for all these disciplines. Tip No. 2: Cultivate inhouse expertise by promoting education for those with responsibility in these key areas. hmm@questex.com Trevor Stuart-Hill, chair of the HSMAI Travel Internet Marketing Special Interest Group, is v.p. of accounts & revenue management for SynXis. CIRCLE NO. 111 http://www.HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.carrier.com http://www.carrier.com

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Hotel & Motel Management - February 4, 2008 Contents Murray, Keltner to Keynote Atlanta Event ABVI Approves Per-room Fee Hike Growth, Guest Loyalty on Lexington’s Plate Perspective Legally Speaking AAHOA Update Marketing Matters Consultant’s Corner On Finance Training Trends HotelWorld Update Trends & Stats Outdoor Furniture Limited-service-hotel-chain Report Energy-management System Provides Link to Savings Upgraded Bedding Program Cost Comes Due Less Hot Water Equals Less-costly Bills Events Learn to Take Advantage of Lower Insurance Costs Brokers Will Remain Unscathed in 2008 Transactions Ad/Edit Index Marketplace Classifieds Checking Out

Hotel & Motel Management - February 4, 2008

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